What to include in your Direct Mail campaign

Direct Mail Examples – What to include in your campaign

Direct Mail Examples

There’s a lot more to direct mail than throwing a printed flyer into an envelope or wrapping it in plastic then hoping for the best. That mailer is loaded with possibility and it’s your job to charge it with emotion. Mailers that connect with their audience on an emotional level are the best performers—it’s proven. So what exactly do you include in your direct mail campaign? We’ve got some great direct mail examples to help.

While it depends on your product or service, a brochure, letter or catalogue are the best starting point. But we’ll let you into a little industry secret: You can post up to 100 grams. And when you’ve paid for the postage already, you might as well make the most of the Royal Mail weight limit. That’s when we recommend what we direct mail devotees call a “lift item”.

A lift item is exactly as it sounds: something additional that lifts the tone of the mailer and gives the recipient something extra to look at. All the while further presenting your business case and showing them why they should purchase your product.

What are some good direct mail examples of lift products? 

– A case study, with a testimonial from a happy customer

– A full list of features and benefits

– A fridge magnet

– A comparison chart, showing how your product beats the competition

– A detailed summary of your free report or other giveaway

– Your guarantee, formatted as a certificate

– A cheque offering money back

– A voucher or coupon, offering a bonus or special deal

– The science bit: clinical proof that your product meets industry standards

– A postcard repeating the main proposition and call to action

– Something that directs them to your online presence.

These lift items can have a certain level of novelty about them, making them an item that the recipient might want to keep and display somewhere. And when its branded with your logo or imagery, it will remind them of your product or service and prompt them into converting—if not this week, then maybe next month.

When choosing your lift item, keep the focus on the main product or service and don’t distract from the primary message. Keep their attention long enough and give them reason to convert. A complementary item will reinforce the message and keep it relevant. Be sure to brand every insert so if the contents are separated, they still know how to find you. Then just sit back and watch your sales soar—with a little lift.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk for help with your Direct Mail campaigns and to get some more great direct mail examples that relate to your business.

 

You might also be interested in the following articles:

4 great examples of direct mail postcards

What are the patterns of behaviour when it comes to Direct Mail?

 

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